At Nearby, they believe that local legends deserve recognition. This year, their Local Legends campaign shone a light on extraordinary people who make a difference in their communities and their winner for this year was The White Butterfly.
The White Butterfly is devoted to offering compassionate, personalised, and professional psychological support to parents grieving the profound loss of miscarriage, baby loss, and neo-natal death. Their work touches lives in every community at the most difficult of times, and Nearby were honored to celebrate them as their Local Legend for 2025.
This year’s campaign was bigger than ever. Across six action-packed weeks, Nearby called on people across the island of Ireland to nominate their Local Legends, everyday legends who go above and beyond. The campaign was brought to life in all 160+ Nearby stores through bespoke POS with QR codes to help with nominating your legend, amplified across their social media channels, and celebrated with their first-ever Local Legends brand event.
Local Legends Day took place in the heart of Belfast at Victoria Square, alongside Cool FM’s Cool Crew and presenter Rebecca McKinney, alongside viral influencer Olivia McVeigh and some special surprise guests. The campaign, proudly supported by Kellogg’s, was a celebration of community spirit from start to finish.
The day was bursting with good vibes and energy, there were 300+ Nearby goodie bags packed with Kellogg’s products, exciting games, colorful face-painting, and plenty of giveaways. Crowds joined in the fun, nominating their Local Legends on the spot and sharing inspiring stories about the people making a difference in their lives.
The excitement did not end there, Cool FM kept the celebrations going live on air, with shoutouts for Nearby Stores and Kellogg’s and reminders to nominate before the campaign wrapped up.
This year, they received over 500 nominations for Local Legends, each one a testament to the kindness and dedication found in our communities. After much consideration, The White Butterfly was crowned the NI winner, receiving a well-deserved £1000 cash prize to continue their vital work.
Nearby extends their thanks to every person who nominated, attended the event, or supported the campaign in any way, Nearby Local Legends would not be possible without you. They have not only celebrated a worthy winner, but have also highlighted the power of community, something which the Nearby brand is built on.
